Nokia launched two brand new Windows smartphones, Lumia 800 and 710, and completely ditched Symbian, which was cumbersome to use and not welcomed by network operators due to lack of Internet applications.
As Nokia’s new boss, Stephen Elop, warned, Nokia was stuck on a ‘burning platform’. Although Nokia still occupies most of the traditional phone market; since ‘Profit margins for basic phones are razor thin’1. (BBC), Nokia decided to move to the emerging smartphone market. So Nokia launched ‘First real Windows phone’, Elop said. He announced the combination of Nokia and Windows mobile system will provide consumers the best Windows phone experience. Nokia also added its original services to build its differential advantage among other handset makers of Windows phones like HTC and Samsung. The Nokia Plus is the most charming and advanced one, combining social networking with location services.
However, Elop also pointed out the reality in his metaphor that Nokia will ‘jump into the icy water’. It is considered late for Nokia to enter the Smartphone market, which has already been dominated by Apple iPhone and Android phones. While its new phones were well designed, they were seen as development of its previous phone, N9; and “… it lacked the ‘wow’ factor”2. (Ben)
Nokia’s move is seen as the beginning of its fightback against iPhone and Android phones, but the future of its Windows phone is unclear.
Citations:
1. Editor Weber Business. “BBC News – Nokia Bets on Windows Phone Future.” BBC – Homepage. BBC, 26 Oct. 2011. Web. 26 Oct. 2011. <http://www.bbc.co.uk/news/business-15459118>.
2. Ben Roony. “Nokia’s Launch Fails to Wow”. The Wall Street Journal – TechEurope. The Wall Street Journal, 26 Oct. 2011.Web.26 Oct. 2011
<http://blogs.wsj.com/tech-europe/2011/10/26/nokia-smartphone-launch%e2%80%94tech-europes-thoughts/>.